An algorithm update to recommendation platform Outbrain has led to a new AI-based product.

The company says its QualityRating tool ensures “the best content gets into more users’ feeds”.

The update uses artificial intelligence and machine learning to assess every promoted ad and give it a realtime rating, and Outbrain says advertisers who adhere to its quality guidelines will see their adverts served to more user content feeds.

Co-chief executive and co-founder Yaron Galaisays there is a huge opportunity to get more users engaged rather than just getting more engagement. He says Outbrain will start testing QualityRating in the second half of 2021 ahead of a full rollout in 2022.